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Exclusive: Gwyneth Paltrow Tells Us About Her New Makeup Line

It’s clear by now that whatever Gwyneth Paltrow touches turns to gold—or, should we say, goop. Thus, when the lifestyle icon with a penchant for all things natural teamed up with Juice Beauty in the role of creative director for the brand’s new makeup collection, we knew it would be good—or at the very least, so very “Gwyneth,” which has grown into an adjective in its own right (synonyms include wellness-oriented and sunny, a casual, elevated elegance that makes you want to do crazy things like swear off sugar for a month or squat down for a V-steam). Well, beauty lovers, the wait is over: Said makeup line has officially launched, and we have all the details from Paltrow and Juice Beauty CEO Karen Behnke themselves. Keep scrolling to learn about the collection and see the products!

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PHOTO:

Courtesy of Juice Beauty

Anyone who knows anything about Juice Beauty—an eco-conscious natural beauty brand that swaps common harmful ingredients for soothing botanicals—knows it was practically made to partner with Gwyneth Paltrow. Paltrow herself agrees: “The company is kind of my dream, in terms of alignment,” she tells Byrdie. “I feel so invested not only financially, but because I really believe in what Karen [Behnke] is doing for the sustainability of the planet for our kids.” She goes on to say that she regards Behnke as a leader in those practices, which rings especially strong for her as a mother and someone who preaches the nontoxic lifestyle herself. “It’s a dream partnership,” she says. Behnke feels the same about Paltrow, saying that the two were a natural fit because of their shared values (i.e., sourcing certified organic ingredients, using many ingredients locally from the West Coast, utilising solar power for manufacturing, forgoing animal testing, and more). “We both wanted luxurious makeup products, but without any of the potentially toxic ingredients,” Behnke says. “Additionally, Gwyneth really wanted to develop products that had conventional chemical wear, application, and vibrancy—not just the typical sheer natural products.”

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Courtesy of Juice Beauty

And the makeup line indeed bears Paltrow’s mark. The Luminous Lip Crayons are inspired by Paltrow’s favourite beaches, with names likes Carmel, Venice, Salinas, and Zuma, while the Satin Lip Creams are dubbed with the names of her favorite wines (Rosé and Blush are two of many, in case you were wondering). Behnke says that Paltrow worked closely with the research and development teams, as well as labs and scientists, every step of the way to create the products—and, of course, there’s a perfectly matched shade just for her in each product (her Flawless Serum Foundation shade is “Golden Tan,” naturally).

The term “natural” has long been associated with less-effective products—not to mention that brands can tout their products as natural without having to prove that they actually are. “We’re living in an age where we’re all becoming more and more aware of the link between what we’re ingesting and adverse effects on our health,” Paltrow remarks. “Ten or 15 years ago with organic food, people didn’t understand it, and now we have this mass movement. People are really understanding now how absorbent an organ the skin is—how when we put toxic chemicals on our skin, that it’s not good for you." Paltrow wants this line to different—a truly good-for-you collection that meets and even surpasses your go-to staples. Behnke is confident, too, that natural products can indeed be just as pigmented and blendable. “I’ve always set the goal for Juice Beauty to meet or exceed conventional chemical skincare efficacy and makeup vibrancy and wear,” Behnke says. "Our new Phyto-Pigments Collection contains antioxidant-rich makeup products powered by certified organic ingredients unlike anything you've ever seen.”

Curious? Keep scrolling to see some of the products the collection, and head over to JuiceBeauty.com for more!